European Journal of Business and Management www.iiste.

org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.8, No.17, 2016

The Impact of E-Satisfaction and Confidence Aspects on Web Site

Loyalty in Terms of Online Shopping in Tourism: A Study on
Domestic Tourists in Turkey
Burin Cevdet ETNSZ
Mersin University, Anamur Vocational High School, Department of Tourism & Travel Services
33640, Anamur, Mersin, Turkey

Abstract
The objective of this study is to determine the e-satisfaction of local tourists in terms of on-line tourism and
manifest its impact on overall satisfaction and furthermore, to establish the affiliation between satisfaction, trust
and loyalty. The study population is comprised of local tourists accommodated in hotels who have purchased
holidays in Antalya over the internet. A survey measuring e-satisfaction, trust and loyalty has been used as a data
collection tool and data has been obtained from 348 participants in total. Descriptive analyses such as percentage,
frequency were used to analyze the obtained data and statistical tests such as Confirmatory factor analysis (CFA)
and reliability analysis were applied. Furthermore, Structural Equation Modeling (SEM) was used to analyze the
association of e-satisfaction, trust and loyalty. The study results reveal that there is a positive association
between e-satisfaction with trust and loyalty while trust and loyalty have a strong and positive association. In
addition the e-satisfaction scales developed by Szymanski and Hise (2000), Mohamed and Moradi (2011) and
Chung and Shin (2008) were ascertained in 6 dimensions. These dimensions are convenience, site design,
service quality, security, product selection and informativeness to total 6 dimensions.
Keywords: E-Satisfaction, Loyalty, Trust, Online Shopping, Tourism, Turkey

1. Introduction
Internet technology is one of the most innovations in recent years (Nunkoo, & Ramkissoon, 2013). Internet
retailing is one of the fastest growing distribution channels in trade (Ramayah, & Ignatius, 2005; Mandilas,
Karasavvoglou, Nikolaidis, & Tsourgiannis, 2013). By eliminating geographical restraints, electronic shopping
enables users to access more information with much lesser cost and time (Guritno, & Siringoringo, 2013; Turan,
2008). In the present day companies prefer that individual customers have direct assess to products and/or
services in the desired time and place. This type of service is called Business to Consumer E-Trade (B2C)
(ler, 2008). In todays competitive environment customers turn to online shopping environments in addition to
traditional shopping. Competition between companies has diversified and increased with the introduction of
online shopping. Online sales stores are able to present company customers with a wider variety of products
more economically (Bal, 2014).
The tourism sector is one of the most important economic resources in Turkey. According to data for
2015 Turkey hosted approximately 36 million tourists and revenue averaging 31 billion USD in foreign
exchange was generated. When the domestic tourists in the country and abroad are included this figure reaches
43 million and 35 billion USD. The multiplier effect in the tourism sector from an economic aspect also has a
direct and indirect positive impact on many side industries.
Information communication technology and tourism are the most significant dynamics of global
economy. Both tourism movements as well as information communication technology continue to grow and
ensure strategic opportunities on a world wide basis, powerful tools for economic growth, a new distribution of
wealth and equal development (Kim, Chung & Lee, 2011). At the same time in the present day information
technology has become a powerful strategic tool for tourism operations to establish a sustainable competitive
advantage to define touristic products, their introduction, dissemination and organize them in a collective way
and present them to the consumer (Yksek, 2013).
Electronic Commerce (E-Commerce) is described as the capability of buying and selling products on
the Internet and other online services (Davis, 1989). E-customer is an individual or corporate one who are using
e-portals to purchase, ordering, receiving information and paying price / charges of services/product purchased
through various types of e-channels i.e. internet, e-mail, personal computer, ATM, POS, credit cards, debit
cards, cell phone, fax, phone and other electronic devises (Kumbhar, 2012). Online portals have begun to play a
major role in filling the gap between an overwhelming amount of information and a trustworthy source of
products and services (Wood, & Heerden, 2007). In this day and age online tourism sector is one of the most
successful e-commerce applications and therefore researchers continue to investigate the success factors which
enhance its ongoing importance (Moharrer, Tahayori, & Sadeghian, 2013).
According to the Turkey e-commerce market 2014 report prepared by Informatics Industry
Association (TBSAD) the total size of the e-commerce market in Turkey is 18,9 billion TL with a growth rate

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Vol.8, No.17, 2016

of 35%. The market size of the holiday-travel segment in this market is 6,5 billion TL (TBSAD, 2015). 83
percent of those who travel for holiday purposes and 76 percent of those travelling for work plan their trips on
the internet (Tuvay, 2014).
Unlike durable industrial goods due to the nature of the goods and services offered in tourism (e.g.,
intangibility, complexity, diversity, and interdependence) consumers are more than willing to gather all
information about the product to decrease the difference between expectations and holiday experiences and
minimize the purchase risk (Moharrer, Tahayori, & Sadeghian, 2013; OConnor, & Frew, 2002). Nowadays
potential tourists are able to benefit from many services through the internet such as reservation procedures and
payments, touristic product catalogues, frequently asked questions, updated information and the like. Online
tourism services which have been adopted in many developed countries have been a subject of study also from
the academic aspect for the past few years. Although online tourism services have demonstrated their benefits
the assessment of customer requirements, tourism web sites and online services have not been studied
sufficiently (Razak, Marimuthu, Omar, & Mamat, 2014).
The two consumer groups of the major online travel agencies in Turkey have been studied. The
objective of this study was to determine the determinants of the e-satisfaction of domestic tourists in terms of
online tourism manifest and its impact on overall satisfaction as well as to determine the affiliation of
satisfaction, trust and loyalty as a result of online shopping. No studies have been encountered which deal with
the assessment of customer satisfaction of those who have purchased online holidays in Turkey or their impact
on brand loyalty. This study will contribute to literature dealing with national and international tourism
marketing as well as the marketing administrators of travel agencies selling online holidays.

2. Literature Review
2.1. E-Satisfaction
Many studies have been carried out in terms of customer satisfaction from a traditional as well as online aspect
in service marketing literature (Tse, & Wilton, 1988; Labarbera, & Mazursky, 1983; Oliver, 1997). Oliver (1997)
defines satisfaction as a perception of gratification to the service provider generated by the fulfillment of a
service that is manifested in the form of loyalty as a deep commitment. Anderson and Srinivasan (2003)
describe e-satisfaction as customer satisfaction for an experience generated by a previous purchase from an
electronic trade company.
Although electronic customer satisfaction has been handled in many sectors in Turkey no studies in the
tourism sector have been encountered. However, there are numerous studies available in international literature.
The dimensions of electronic customer satisfaction in studies carried out in both the tourism sectors as well as
other sectors have indicated that their direct and indirect impact on (Moharrer, Tahayori, & Sadeghian, 2013;
Nikhashemi, Paim, Yasmin, & Yousefi, 2013; Azam, Qiang, & Abdullah, 2012; Haghtalab, Tarzeh, &
Nabizadeh, 2012; Ranjbarian, Fathi, & Rezaei, 2012; Pritwani, & Sharma, 2011; Mohamed, & Moradi, 2011;
all, Sttemiz, & Ylmaz, 2010; Chung and Shin, 2008; Evanschitzky, Iyer, Hesse, & Ahlert, 2004;
Szymanski, & Hise, 2000) loyalty (Cheng, Liu, Chiu, Huang, Li, & Chen, 2014; Ltifi, 2012; Taleghani, Choobeh,
& Mousavian, 2011; Ghane, Fathian, & Gholamian, 2011; Christodoulides, & Michaelidou, 2011; Eid, 2011;
Wu, 2011; Wood, & Heerden, 2007; Anderson, & Srinivasan, 2003) and trust (Cheng, Liu, Chiu, Huang, Li, &
Chen, 2014; Eid, 2011; Taleghani, Choobeh, & Mousavian, (2011) are significant determinants.
In their studies Szymanski, & Hise (2000), Evanschitzky, Iyer, Hesse, & Ahlert (2004), Pritwani, &
Sharma, (2011) and Moharrer, Tahayori, & Sadeghian (2013) have determined the dimensions of e-satisfaction
as convenience, product offerings, product information, site design and financial security. Moharrer, Tahayori, &
Sadeghian (2013) in particular have compared the dimensions of e-satisfaction in different sectors and have
indicated that the determined dimensions in different sectors vary in terms of both variety as well as significance.
Haghtalab, Tarzeh, & Nabizadeh (2012) have determined the dimensions of e-satisfaction in the tourism sector
as convenience, order, product information, design and safety in their study. In their study Kao, Louvieris, Perry,
& Buhalis (2005) measured the satisfaction of Taiwanese consumers on the Web page of the National Tourism
Organization. They assessed e-satisfaction in two basic dimensions and determined that with the increase of
perception in terms of the information quality of the consumers as well as system quality their increase in
satisfaction would also incur. In the same way Azam, Qiang, & Abdullah (2012) have designed e-satisfaction in
two basic groups as system and information satisfaction. System satisfaction is comprised of sub-dimensions
such as relevancy, understandability, consistency and currency while information satisfaction consists of users,
interface security, tele-presence, navigability and personalization. In Iran Ranjbarian, Fathi, & Rezaei (2012)
determined the basic dimensions of the e-satisfaction of internet shoppers as convenience, merchandising, site
design, security and serviceability. It was determined that out of these basic dimensions convenience,
merchandising, security and serviceability had an impact on the establishment of customer e-satisfaction yet
they did not have a significant impact on the dimension of site design. Mohamed, & Moradi (2011) studied e-
satisfaction for foreign tourists and determined the dimensions of e-tourism as convenience, site design, facilities,

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service quality and e-security.

H1: The convenience of using a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
H2: The site design of a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
H3: The informativeness of a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
H4: The product offerings of a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
H5: The service quality of a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
H6: The e-security of a holiday web site has a positive impact on the level of e-satisfaction perceived by
customers.
Haghtalab, Tarzeh, & Nabizadeh (2012) studied the impact of the dimensions of e-satisfaction in the
determination of e-satisfaction regarding the web site services of the tourism industry. The study revealed that in
terms of convenience, safety, website design and product information the web site had a significant association
with the establishment of e-satisfaction with customers while no association was determined between product
orders and e-satisfaction. The study carried out by Pritwani, & Sharma (2011) regarding online satisfaction
revealed that the quality of information and financial trust have an important impact on e-satisfaction. The study
carried out by Chung & Shin (2008) regarding e-retail stores indicated that the dimensions of informativeness
and shopping convenience had a significant impact on customer satisfaction however, product selection, price
and customization dimensions did not have any kind of impact on satisfaction. Asgari, Hamid, Asgari, &
Mousavipour (2012) Malezya carried out a study on the web pages of hotels and determined a positive and
significant association between quality and e-satisfaction. However, the study made by Chinomona, Masinge, &
Sandada (2014) in South Africa about customer satisfaction, loyalty and e-service quality that e-service quality
had no impact on customer satisfaction.

2.2. Trust & Loyalty

In his study Wu (2011) reported that customer satisfaction had a direct impact on the behavioral intentions of
consumers. Consumers reject sellers that they do not trust in Online procedures (Kim, Ferrin, & Rao, 2007).
Chung, & Kwon (2009) define trust as good intentions and a feeling of safety with something or someone.
Rouseau, Sitkin, Burt, & Camerer (1998) explain trust as a psychological situation in which the positive
intentions and expectations of one person for another is honored. According to Fam, Foscht, & Collins (2004)
trust is a dynamic process structured over a certain time period with customer satisfaction and economic results
which contribute to satisfaction. The trust levels of consumers regarding a web shopping site are reflected in
their positive or negative consumer behavior (Wang, 2003).
Consumer satisfaction is not only the result of a critical performance, it is also the first determinant of
customer loyalty (Ghane, Fathian, & Gholamian, 2011; Eid, 2011; Moharrer, Tahayori, & Sadeghian, 2010).
Marketing researchers conceptualize loyalty as a behavioral response generated through the measuring of ratios
such as purchase frequency, purchase sequence and manifested in time (Cunningham, 1966; Brody, &
Cunningham, 1968; Kahn, Kalwani, & Morrison, 1986; Olsen, 2002; Kumar, & Shah, 2004). Customer loyalty
is the awareness of a customer of the price/quality association or being prepared to pay a high price voluntarily
or continuously shopping from the same place without looking at alternative prices (Wu, 2011; Zeithaml, Berry,
& Parasuraman, 1996). Anderson & Srinivasan (2003) have defined e-loyalty as the favorite attitude of a
customer for an electronic commercial business which results in the repeated purchase of the customer. Koleser,
& Galbraith (2000) ascertain that the level of satisfaction and dissatisfaction of a customers choice of product
will determine whether he will purchase the product again, if the customer is dissatisfied he will go looking for
alternatives. When expectations are not fulfilled this results in dissatisfaction while satisfaction is achieved when
the expectations of customers are fulfilled.
In their study Eid (2011), Chiu (2009) and Boora, & Singh (2011) indicated that satisfaction and trust
were significant determinants in the establishment of customer loyalty. Studies by Chinomona, Masinge, &
Sandada (2014), Hur, Ko, & Valacich (2011), Christodoulides, & Michaelidou (2011), Anderson, & Srinivasan
(2003) and Wood, & Heerden (2007) attested that e-satisfaction had a positive impact on customer loyalty. In
fact in their studies regarding the impact of satisfaction on loyalty Shankar, Smith, & Rangaswamy (2003) said
that online had more impact than offline. In their study about e-retail stores Chung and Shin (2008) indicated that
e-satisfaction was a significant factor in the establishment of customer loyalty. Zins (2001) purported that the
more customer satisfaction was ensured the more loyalty would be established. The study carried out by
Taleghani, Choobeh, & Mousavian (2011) was about the factors which had an impact on customer satisfaction
and trust as well as loyalty in the electronic services of the tourism industry in Iran. They ascertained that

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Vol.8, No.17, 2016

customer satisfaction and customer trust in the online shopping of tourism products and services had a positive
impact on customer loyalty. Furthermore they indicated that customer satisfaction had a positive impact on trust.
Cheng, Liu, Chiu, Huang, Li, & Chen (2014) carried out a study regarding e-tourism and reported that
satisfaction and trust had a positive impact on loyalty and furthermore that satisfaction had a positive impact on
trust.
H7: The level of e-satisfaction perceived from holiday web sites by customers has a positive impact on trust for
the web site.
H8: The level of e-satisfaction perceived from holiday web sites by customers has a positive impact on the e-
loyalty for the web site.
H9: The level of trust perceived from holiday web sites by customers has a positive impact on the e-loyalty for
the web site.

3. Methodology
3.1.Research Model and Hypothesis
Furthermore, in order to achieve the objectives of the study, some hypotheses and a research model established
in light of the data obtained from international literature have been identified. These are:

Convenience

H1
Site
Design
H2

Product e-Satisfaction Loyalty

Selection H3 H8

H4
Informativeness
H7
H5 H9

Service Quality
H6

e-Trust

E-security
Figure 1
Hypothesised Framework of This Study
The objective of this study is to determine the e-satisfaction of local tourists in terms of on-line tourism
and manifest its impact on overall satisfaction and furthermore, to establish the affiliation between satisfaction,
trust and loyalty.
The study population was comprised of the local tourists who purchased holidays over the internet in
Antalya and were accommodated at local hotels. According to data for 2014 a total of 70.895.000 local tourists
in Turkey travelled for various reasons and an assessment of the annual departure purposes of the tourists the
leading reason is visiting relatives with 65,7%, touring, entertainment, holiday ranks second with 19% and
the third reason for travelling was health with 8,4%. The total traveling expenses for domestic travel in
comparison with the previous year had increased 22,7% to total 22 billion 601 million 201 thousand TL (TUK,
2015). There are 326 online holiday & travel web sites in Turkey in total and the total market share is 6.8 billion
TL and the market share of online holiday and travel in the e-commerce market is 36% (TBSAD, 2015).
However, no data is accessible regarding the number of domestic tourists who holiday through the internet. The
study has been carried out with the customers of ETS Tur ve tatil.com which has a significant online market
share in Turkey. ETS Tur is the first travel agency in Turkey to apply customer satisfaction and online
reservation in 2003. The number of hotels with which ETS Tur has contracted for marketing online is 268 while
Tatil.com markets 440 hotels.
Convenience sampling in which an individual who is willing can be sampled instead of all the
individuals comprising the population was used as the sampling method for the surveys to be carried out
regarding the facilities and guests of all the tourism centers that the two travel agencies in Antalya have a

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contract with (Altunk, Cokun, Bayraktarolu, & Yldrm, 2005:132; Ural, & Kl, 2006:44). Accordingly
the formula n = 2 .Z2 / d 2 which is recommended for the sampling size, large populations and quantitative
studies was used for the calculation (NEA, 1965; Sekaran, 2003). The following parameters were used in the
pilot application for 30 individuals in the formula: standard deviation =1; maximum difference in the impact
size between the population and sampling d=0,10 and =0,05 theoretical value corresponding to a significance
level of Z0,05=1,96 and the minimum sampling size was calculated as 385 with the formula. Within this
framework the survey which was used as a data collection technique was applied on 400 individuals and taking
into consideration survey forms which were incomplete, erroneous or not returned a total of 348 survey forms
were evaluated.
The survey technique has been applied on domestic tourists purchasing holidays only through these two
holiday web sites in the study. The survey which was as a data collection tool in the study has been designed in
four parts. The first part is comprised of the personal details of the responders (gender, age, marital status,
education level, frequency of visiting holiday web sites, travel agency) while the second part is comprised of
convenience, site design, service quality and security developed by Szymanski, & Hise (2000) and Mohamed, &
Moradi (2011) which are the most widely accepted dimensions of e-satisfaction in literature as well as the
dimensions of product selection, informativeness developed by Chung, & Shin (2008) to total 6 dimensions and
31 items (determinants). In the third part the loyalty scale with 5 variables developed by Zeithaml, Berry, &
Parasuraman (1996) and the security scale developed by Anderson and Srinivasan (2003) and Eid (2011) with 4
variables has been benefited from. The respondents were asked to rate the importance of each determinant using
a 5-point Likert scale (1=least important 5=most important).

3.2.Study Sample and Data Collection

In order to achieve a more significant and interpretable resolution it is necessary to delete the low load factor
(less than 0.40) or statements loading more than one factor at the same time (Hair, Anderson, Tatham, & Black,
2009:116). Therefore, after the pilot study 1 variable and 9 statements with low loads or more than one factor
were removed from the e-satisfaction scale. Thee preliminary test was applied on 30 people who holidayed in
Mersin and purchased their holiday on line. The survey forms acquired after the pilot application were
distributed to hotel guides of Tatil.com and ETS Tur in 4 and 5 star hotels in the tourism centers within Antalya
province. The study surveys were filled during June and September 2015 which is accepted as the high season in
the tourism sector.
Cronbachs Alpha coefficients were calculated to test the reliability of the internal consistency in the
study. Confirmatory Factor Analysis (CFA) was used to determine the dimensions manifesting e-satisfaction and
the impact of e-satisfaction and trust on customer loyalty and other hypotheses were measured by testing them
with structural equivalence modeling (SEM). Structural Equation Model (SEM) is a comprehensive statistical
approach used for testing models which combine mutual and causal associations between observed and latent
variables (elik, & Ylmaz, 2013:5).

4. Study Findings
52% of the domestic tourists purchasing holidays over the internet were male, 49,7% were in the 25-40 age
group and 26,7% were in the 41-55 age group. 60% of the responders were married and 35,4% was comprised of
laborers. 48% of the responders had bachelors degrees and 29% were high school graduates. Furthermore
37,6% of the responders visited e-holiday web sites 4 times on average per year while 40% visited these web
sites 5-8 times per year.

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Table 1. Demographic Profile of Respondents (n=348)

Variable Categories Frequency Percentage
Gender Female 181 48,0
Male 167 52,0
Marital Status Married 212 60,9
Single 136 39,1
Age 25 and below 70 20,1
25-40 173 49,7
41-55 93 26,7
56 or above 12 3,4
Education Level Primary Graduate 10 2,9
High School 101 29,0
Vocational High School 59 17,0
Bachelors degree 167 48,0
Masters degree / Doctorate 11 3,2
Job Worker 139 35,4
Self-employed person (lawyer, pharmacist, 80 20,4
Engineer etc.)
Civil servant 31 7,8
Retired 37 9,4
Student 47 12,0
Other (housewife, unemployed etc.) 59 15,0
Number of website visits in a 4 and below 131 37,6
year? 5-8 139 39,9
9 12 39 11,2
Over 13 35 10,1
Missing 4 1,1
Total 348 100,0
The data collected with a survey method for the study were analyzed with IBM SPSS Statistics 23 and
LISREL 8.72 software package programs developed for social sciences. Statistically the data was discussed in
terms of descriptive and inferential statistics. Therefore, initially finding regarding demographic questions were
found and the results were determined with frequency distribution. In the second phase the reliability of the data
was tested (Cronbach Alpha). In order to obtain structural validity of the e-satisfaction scale in the study,
confirmatory factor analysis (CFA) was carried out through the LISREL 8.72 program and the hypotheses
foreseen in the study model were tested.
The hypotheses in the study were analyzed with structural equation modeling which is a multi-variable
statistics method. Structural equation model (SEM) is a statistics technique which executes a hypothesis test
approach on multi-variable analyses and its basic feature is that it is wholly based on theory. The importance of
SEM in terms of studies is to reveal whether the possible affiliation pattern / patterns between previously
determined variables is verified by the data in the theoretical framework. For this reason SEM studies are used to
test very specific hypotheses (imek, 2007:1).
The study model was adapted to the Structural equation modeling-SEM and tested. The objective of the
SEM study is to test the model which comprises an essentially solid theoretical study. It is the initial phase of
testing the model. The testing of multiple models may become an issue in confirmatory factor analysis (CFA)
used in scale studies and path analysis studies in which cause and effect affiliation are tested (imek, 2007:422).
Validity & Reliability Analysis
Cronbach alpha values were calculated to measure the reliability of the scales. The alpha value determining E-
satisfaction turned out to be 0,95 while the alpha value for the loyalty scale was 0,95. It is possible to say that
these reliability values are within acceptable limits, in fact they are within rather high limits. This indicates that
the scales used in the study fulfill the criteria for reliability and validity.

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Note: kolay: Convenience; site: Site Design; urun: Product Selection; bilgi: Informativeness; kalite: Service
Quality; gvenlik: E-Security
Figure 2 E-Satisfaction Confirmatory Factor Analysis
Confirmatory factor analysis was applied to study the structural validity of the e-satisfaction scale. The
result of the CFA indicated that the value was significant (442,58, p<.000). In large sampling groups chi-square
value is mainly manifested on a significant level. For this reason it is recommended that the ratio of x2 / sd is
taken into consideration (Kavas, 2012). Accordingly the rate of x2 / sd (442,58 / 170= 2.60) was observed to be
less than 3 and therefore indicates an acceptable compliance. Therefore, the adjustment indexes of previous tests
were visited and 9 statements in the e-satisfaction scale with low loads or loading more than one factor in the
scale at the initial phase were eliminated. Furthermore recommendations were made regarding the co-variance
definitions of errors among the variables observed in the adjustment index of the second group. It was observed
that there was an affiliation between the errors of variable site2 and variable site5 in the initial Site Design
dimensions, errors between variables urun3 and urun4 in the Product Selection dimension, errors between
variables kalit2 , kalit1 and kalit3 in the Service Quality dimension. When these items are examined they
are close in terms of significance and therefore the co-variances for these items have been added into the model
(Kavas, 2012). Furthermore the goodness to fit indexes indicate a sufficient level of compliance (RMSEA=.06,
CFI=.99, NFI=.98, GFI=.89, AGFI=.85). The standardized regression weights of the model (R) are statistically
significant and the main e-satisfaction basic factor variable has been manifested with bilgi5 (R=0.85) and the
least with kalit5 (R=0.55). At the end of the confirmatory factor analysis which was repeated according to
proposed changes the six factored e-satisfaction scale for the scale was verified.

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Table 2. e-Satisfaction Confirmatory Factor Analysis

Factor/Item Standard. t- R
Loadings value
Convenience (Cronbach Alfa=:0.89) =4.04
I can answers to my questions from Kolay1-E-holiday web site. 0,83 18.40 0.68
Total shopping time on Kolay2-E-holiday web site is sufficient. 0,87 20.13 0.76
The menus on Kolay3-E-holiday web site are easy to peruse. 0,82 18.15 0.67
Kolay4-E-holiday web site enables saving time and money. 0,77 16,67 0.60
Site Design (Cronbach Alfa=:0.92) =4.01
The services presented by Site1-E-holiday web site are adequate. 0,81 18.14 0.67
Site2-E-holiday web site is easy to use. 0,82 18.37 0.64
Site3-E-holiday web site does not contain incomprehensible menus. 0,83 18.70 0.70
Switching between menus on Site4-E-holiday web site is clear and 0,88 20.65 0.77
comprehensive.
Site5-E-holiday web site is legible, logically arranged with a satisfactory 0,86 19.92 0.72
screen display.
Product Selection (Cronbach Alfa=:0,85) =4,06
Urun1- E-holiday web site presents a comprehensive selection in product 0.81 17.46 0.63
variety.
Urun3- E-holiday web site product presentation is facilitated compared to 0.80 16.98 0.71
other web sites.
Urun4-E-tatil web site allows the preparation of a tailor-made holiday 0.76 15.75 0.66
package (accommodation+transport+transfer etc.)
Informativeness (Cronbach Alfa=:0,90) =4,13
Bilgi4- E-holiday web site enabled facilitated money transfer or purchase 0.89 20.65 0.81
opportunity with a credit card.
Bilgi5- E-holiday web site offers online payment opportunity. 0.93 21.79 0.85
Service Quality (Cronbach Alfa=:0,91) =4,05
Kalit1-E-holiday web site enabled facilitated communication with the 0.83 18.52 0.73
customer.
Kalit2-E-holiday web site fulfills expectations. 0.82 18.19 0.77
Kalit3-E-holiday web site provides general information about the hotel. 0.84 19.03 0.76
Kalit4-E-holiday web site provides adequate information about transport. 0.83 18.65 0.65
Kalit5-E-holiday web site serves in more than one language. 0.77 16.46 0.55
E-Security (Cronbach Alfa=:0,89) =4,07
Guven4-E-holiday web site ensures confidentiality of personal information. 0.90 20.88 0.81
Guven5-E-holiday web site ensures financial security. 0.89 20.65 0.80
Goodness-of-fit statistics
= 442,58
df = 170
/df = 2,60
RMSEA = 0,068
CFI = 0,99
NFI = 0,98
GFI = 0,89
AGFI = 0,85
Note : CFA=Confirmatory Factor Analysis; EFA= Explanatory Factor Analysis; =Chi-Square Value;
df=Degrees of Freedom; RMSEA= Root Mean Square Error of Approximation.; CFI=Comparative Fit Index;
NFI=Normed Fit Index ;GFI=Goodness of Fit Index; AGFI=Adjusted Goodness of Fit Index
1) These are standardized loading estimates from CFA using the LISREL 8.72 software package.
2) T values are at least 1.96 (0.05 level).
A path diagram was drawn with LISREL 8.72 packaged program to study the associations foreseen
with the hypotheses and the Maximum Likelihood method was used in the estimation of structural parameters.
The path diagram of the model is given in Figure 3. The LISREL packaged program provides the analysis results
as standardized and non-standardized coefficients. Standardized coefficients were used in this study to facilitate
interpretation.
The model indicated in Figure 3 portrays the satisfaction of domestic tourists who bought holidays on

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an electronic environment and explains the impact of this satisfaction on their trust and loyalty. The chi-square
test statistics acquired for the measuring model and P value indicate that the structural equivalency for sub-
sampling has been achieved, sd = 2.83<3.00, p > 0.005. It is evident that the structural part of the theoretical
model recommended in the study is comprised of three structures. One of these variables is an independent latent
variable and two are dependent latent variables. The independent latent variable is e-satisfaction while the
dependent latent variables are loyalty and trust. The independent latent variable is comprised of 6 associated
factor components. Loyalty and e-trust which are the dependent latent variables are comprised of 9 observed
variables together with associated measurement error terms.

Note:KOLAY: Convenience; SITETASA:Site Design; URUN: Product Selection; KALITE: Service Quality;
GUVENLIK: E-Security; BILGI: Informativeness; MEMNUNIY:e-Satisfaction; SADAKAT: Loyalty; E
GUVEN: Trust
Figure 3 Hypothesized Model of Relationships
An association between the errors of variables observed for the loyalty dimensions as sadakat1 and
sadakat2, sadakat3 and sadakat4 have been noted. A review of these items shows that in terms of
semantics they are close so the error co-variances for these items have been added into the model and the
analysis was repeated (Kavas, 2012).
The fact that all t values of the measurement model, in other words all parameter values are significant
is not singlehandedly sufficient to make the model correct or acceptable. To enable the measurement model to be
accepted as a whole the Goodness-of-fit statistics must also comply with the desired level (Kkusta, 2007:175).
Furthermore, the acquired goodness-to-fit indexes indicate a sufficient level of compliance (RMSEA=.07,
CFI=.99, NFI=.98, GFI=.92, AGFI=.88).
Table 3. Standard Values of Fitness Measures and Results for the Model
Fit Index Goodness of Fit Acceptance of Fit Measurement Model
- - 240.62(sd=85,p<0,000)
sd 0</ sd <2 2/ sd 3 2.83
RMSEA 0<RMSEA<0.05 0.05RMSEA0.10 0,073
NFI 0.95NFI1 0.90NFI0.95 0,98
NNFI 0.97NNFI1 0.95NNFI0.97 0,99
CFI 0.97CFI1 0.95CFI0.97 0,99
GFI 0.95GFI1 0.90GFI0.95 0,92
AGFI 0.90AGFI1 0.85AGFI0.90 0,88
AGFI (Adjusted Goodness-of-Fit-Index), CFI (Comparative Fit Index ), GFI (Goodness-of-Fit Index), NFI
(Normed Fit Index), NNFI (Non-normed Fit Index), RMSEA ( Root Mean Square Error of Approximation).
All hypotheses recommended in the study model have been accepted on a significance level of p< 0,05.

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Table 4. Standardized Parameter Estimates of the Hypothesized Paths

Hypothesis Standard.Loads T-values Results
H1: Convenience e- e-Satisfaction 0.80 17.76* Supported
H2: Site Design e-Satisfaction 0.86 19.70* Supported
H3: Product Selection e-Satisfaction 0.82 18.55* Supported
H4: Informativeness e-Satisfaction 0.86 19.87* Supported
H5: Service Quality e-Satisfaction 0.85 19.29* Supported
H6: e-Security e-Satisfaction 0.79 17.51* Supported
H7: e-Satisfaction e-Trust 0.80 16.29* Supported
H8: e-Satisfaction Loyalty 0.43 7.14* Supported
H9: e-Trust Loyalty 0.49 8.23* Supported
* p< 0,05; ** p< 0,01; *** p< 0,001; n=348

4. Conclusions
The determinants of e-satisfaction, their impact on overall e-satisfaction and furthermore their association with
the satisfaction of online shopping, trust and loyalty have been tested in this study. There are a total of 326 web
sites in Turkey providing holiday & travel services with a total market share of 6.8 billion TL and the share of
online holiday and travel in the e-market is 36% (TBSAD, 2015). Provided online holiday web sites take the
determinants of electronic customer satisfaction into consideration they can expand their current market share
even further by making holiday purchasing on the internet more attractive.
The findings of this study have restricting elements. The study has been carried out only in an major
tourism center in Antalya Turkey. The study can also be applied on other tourism centers in Turkey and the web
pages of e-holiday agencies. The sampling group of the study consisted only of the customers of two travel
agencies with a large market share selling holidays. However there are 326 holiday & travel web sites in Turkey
in total providing online service (TBSAD, 2015).
This study contributes to the determination of the determinants 6of customer loyalty, satisfaction and
trust in online holiday shopping. The fundamental determinants of e-satisfaction were determined in six
dimensions in the study. These have been determined as convenience, site design, product selection,
informativeness, service quality and security. These dimensions which have also been determined by many
studies in literature are significant determinants of e-satisfaction (Moharrer, Tahayori, & Sadeghian, 2013;
Ranjbarian, Fathi, & Rezaei, 2012; Mohamed, & Moradi, 2011; Pritwani, & Sharma, 2011; Chung, & Shin, 2008;
Evanschitzky, Iyer, Hesse, & Ahlert, 2004; Szymanski, & Hise, 2000).
Nine hypotheses determined on the study model were accepted. The levels of satisfaction perceived by
domestic tourists by their e-holiday shopping on an internet website had a positive impact on their trust and
loyalty to web sites in the study. In most of the previous studies a significant and positive association has been
observed between the satisfaction levels perceived by consumers and trust and loyalty (Cheng, Liu, Chiu, Huang,
Li, & Chen, 2014; Chinomona, Masinge, & Sandada, 2014; Taleghani, Choobeh, & Mousavian, 2011; Eid, 2011;
Boora and Singh, 2011; Hur, Ko, & Valacich, 2011; Christodoulides, & Michaelidou, 2011; Chiu, 2009; Chung,
& Shin, 2008; Wood, & Heerden, 2007; Anderson, & Srinivasan, 2003; Zins, 2001). Due to the structural
properties of the tourism product these dimensions determining customer satisfaction in the sales of e-holidays
over the internet need to be assessed by e-holiday agencies to establish their marketing strategies accordingly.
Otherwise this situation will reflect negatively on the loyalty and trust of customers.
It is recommended that with the support of holiday agencies the times, menus visited on the web sites
are obtained and future studies are focused on demographic characteristics and furthermore that customers of
other online travel agencies other than these two online travel agencies are studied.

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